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Your company is struggling to maintain its brand image. How can you save it?

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Brand image is the perception and reputation that your customers and stakeholders have of your company. It reflects your values, mission, vision, products, services, and culture. A strong brand image can help you attract and retain loyal customers, differentiate yourself from competitors, and increase your market share and profitability. However, a weak or damaged brand image can have the opposite effects, leading to customer dissatisfaction, loss of trust, negative word-of-mouth, and reduced sales and profits. How can you save your brand image if it is suffering from internal or external challenges? Here are some steps you can take to restore and enhance your brand image.

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Christian Langer

PUTTING PURPOSE AT THE CORE I Managing Partner KORE Advisors I xGORE-TEX? I Certified Board Member I Enabling…
Ya'eesh Cader

Head of Digital Marketing: OM Bank
Ifedolapo Ojuade, ABMP, MBA

West African Commercial Leader | Strategic Marketing Management | Data-driven Brand Builder | Global Collaborator |…

1 Assess the situation

The first step is to understand the root causes and the extent of the damage to your brand image. You need to conduct a thorough analysis of your internal and external environment, using tools such as SWOT, PESTEL, and competitor analysis. You also need to collect and analyze feedback from your customers, employees, partners, and other stakeholders, using methods such as surveys, interviews, focus groups, and social media listening. You need to identify the gaps between your desired and actual brand image, and the factors that contribute to them.

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Ifedolapo Ojuade, ABMP, MBA

West African Commercial Leader | Strategic Marketing Management | Data-driven Brand Builder | Global Collaborator | Faculty at BMA | I help companies deliver ROI-positive Commercial Programs
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When the brand ship is taking on water, here’s your rescue plan: 1. Root Cause Analysis: Dig deep to understand why the brand image is faltering. Identify weaknesses and areas for improvement. 2. Rebranding Reinvention: If necessary, consider a rebrand. Update messaging, visuals, and strategies to align with current market trends and audience preferences. 3. Stakeholder Engagement: Rally employees, customers, and partners around the brand. Transparency and collaboration can breathe new life into a struggling brand. 4. Consistent Communication: Ensure all brand communications are aligned and consistent across channels. Clear, unified messaging can help rebuild trust and credibility.

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Phanendra Deka

Digital Marketing Program/Process Management Enthusiast - A Passion to Perform - Much More to Do - ?? Optimizing Campaigns | ?? Driving Excellence, Results | ?? Transforming Brands | ?? Boosting Revenue, ROI
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By gathering data, leveraging impactful statistics, and taking strategic action, you can redefine your brand identity and reconnect with your audience.

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2 Define your brand identity

The second step is to define or redefine your brand identity, which is the core essence and promise of your company. Your brand identity consists of your brand name, logo, slogan, colors, fonts, symbols, and other elements that communicate your personality, values, benefits, and differentiation. You need to ensure that your brand identity is clear, consistent, coherent, and compelling across all your touchpoints and channels. You also need to align your brand identity with your target audience's needs, expectations, and preferences.

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3 Develop your brand strategy

The third step is to develop your brand strategy, which is the plan and actions that you will take to achieve your brand objectives and goals. Your brand strategy should include your brand positioning, which is how you want your customers to perceive and remember your company in relation to your competitors. Your brand strategy should also include your brand communication, which is how you will convey your brand identity and value proposition to your customers and stakeholders. Your brand strategy should also include your brand experience, which is how you will deliver your brand promise and satisfy your customers at every stage of their journey.

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Phanendra Deka

Digital Marketing Program/Process Management Enthusiast - A Passion to Perform - Much More to Do - ?? Optimizing Campaigns | ?? Driving Excellence, Results | ?? Transforming Brands | ?? Boosting Revenue, ROI
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Analyze your competitors' branding strategies. Identify what they do well and any gaps you can exploit. Craft a unique brand story that differentiates you and appeals to your target audience.

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4 Implement your brand actions

The fourth step is to implement your brand actions, which are the specific tactics and activities that you will execute to execute your brand strategy. Your brand actions should cover all the aspects of your marketing mix, such as product, price, place, and promotion. You need to ensure that your brand actions are relevant, effective, efficient, and measurable. You also need to monitor and evaluate your brand actions regularly, using metrics such as brand awareness, recognition, recall, loyalty, advocacy, and equity.

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Bill Barna
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The cause of brand image erosion I see often is consistency. It's understandable because agility is preached (me included) as a critical component to sustained brand relationships. It's key though to execute one look and voice across channels. With good value differentiation (from good research and strategy), and consistent, relevant, compelling campaigns, brands can build lasting affinity in key target audiences.

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5 Manage your brand reputation

The fifth step is to manage your brand reputation, which is the outcome and result of your brand image and actions. Your brand reputation is influenced by both your own efforts and the opinions and feedback of others. You need to proactively and reactively manage your brand reputation, by building positive relationships with your customers and stakeholders, responding to their queries and complaints, addressing any issues or crises, and encouraging and rewarding their loyalty and advocacy. You also need to keep your brand reputation updated and relevant, by adapting to changing market conditions, customer preferences, and competitor actions.

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Christian Langer

PUTTING PURPOSE AT THE CORE I Managing Partner KORE Advisors I xGORE-TEX? I Certified Board Member I Enabling YOUR Business To Actively Shape A Good Today & A Better Tomorrow
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"It doesn′t matter how many people hate your brand as long as enough people love it". This polarizing statement was not made by me, but by one of the greats of sport: Phil Knight, the founder of NIKE. NIKE sparked significant controversy when it supported NFL player Colin Kaepernick in his protest against police arbitrariness. There was an outcry about unpatriotic behavior. Nike's campaign featured his portrait and the tagline "Believe in something, even if it means sacrificing everything". Customers posted burning Nike shoes on the social web - and yet: Nike had a record quarter of sales as a result. This proved the maxim from Phil Knight - and the brand took a clear stand.

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Ya'eesh Cader

Head of Digital Marketing: OM Bank
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Make sure you have adequate ORM (online reputation management) tooling in place to track brand sentiment and engagements. There are loads of free or affordable ones on the market - This would help you isolate moments of friction that, if left unattended, could hamper the brand building journey you're on.

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Mary Carmen Colantuoni

Director de Marketing | Líder de equipos multidisciplinarios | Estrategia | Ejecución impecable
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Es importante además de gestionar la reputación es identificar indicadores o KPI claros que permitan realizar una medición exacta de lo que estamos buscando como estrategia de marca

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6 Improve your brand performance

The sixth and final step is to improve your brand performance, which is the impact and value that your brand image and reputation have on your company's performance and growth. You need to continuously improve your brand performance, by setting and reviewing your brand objectives and goals, identifying and seizing new opportunities, innovating and enhancing your products and services, and optimizing and streamlining your processes and operations. You also need to celebrate and communicate your brand achievements, by showcasing your success stories, testimonials, awards, and recognition.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Phanendra Deka

Digital Marketing Program/Process Management Enthusiast - A Passion to Perform - Much More to Do - ?? Optimizing Campaigns | ?? Driving Excellence, Results | ?? Transforming Brands | ?? Boosting Revenue, ROI
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This data-driven approach ensures your brand strategy addresses actual customer concerns, strengthens your image, and positions you for success.

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Brand Management

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Your company is struggling to maintain its brand image. How can you save it?

1

2

3

4

5

6

7

1 Assess the situation

2 Define your brand identity

3 Develop your brand strategy

4 Implement your brand actions

5 Manage your brand reputation

6 Improve your brand performance

7 Here’s what else to consider

Brand Management

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Your company is struggling to maintain its brand image. How can you save it?

1

2

3

4

5

6

7

1 Assess the situation

2 Define your brand identity

3 Develop your brand strategy

4 Implement your brand actions

5 Manage your brand reputation

6 Improve your brand performance

7 Here’s what else to consider

Brand Management

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